The Research On Competitive Strategy For China Market Of AB Company

ABSTRACT:With the development of information technology, Chinese software industry has been rapid increase. Enterprises are facing more opportunities and challenges. Because of China market is a great potential market, foreign software vendors have come to China, triggered a fierce market competition, how AB Company can occupy a place in the market, is the main problem of this article.In a competitive market economy, the enterprise competition strategy is not only important for the survival of enterprises, but also provides a way to achieve its goals. This paper takes AB Company as the research object, according to the competition strategy theory, core competence theory, synergy theory, value chain theory, and using PEST analysis model, five forces model, SWOT analysis, EFE matrix model, IFE matrix model and other models to analyze AB Company.The study found, government of all levels support the development of software industry and the market demand is gradually increasing. At the same time, the software market competition is becoming increasingly fierce. The core competence of AB Company is technical ability, innovation ability, international team and rich industry experience. According to AB Company’s internal and external environment, based on considering the core competitiveness, AB Company need to use differentiation strategy in the Chinese market, including product and service. Products differentiations include agile business intelligence software, industry general software; service differentiations include solutions consulting services, Cloud computing services.